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Schema Markup

20-45 minIntermediate

Schema.org is a collaborative community activity with a mission to create, maintain, and promote schemas for structured data on the Internet. Implementing these "types" helps search engines understand your content (e.g., differentiating a "Person" from a "Place") and enables Rich Results like star ratings, price snippets, and event calendars.

Prerequisites

  • WordPress admin access
  • Understanding of JSON-LD (JavaScript Object Notation for Linked Data)
  • Access to header.php or a "Header/Footer Scripts" plugin
Easy Recommended

Method 1: The "Easy" Way (Plugins)

For 95% of users, plugins like Yoast SEO or Rank Math handle the heavy lifting automatically.

1

Yoast SEO Configuration

1

Go to Yoast SEO > Settings > Site Basics

2

Select "Organization" or "Person"

3

Upload your Logo (Critical for Knowledge Graph)

4

Fill in "Social profiles" to link your sameAs properties

5

Yoast automatically applies WebSite, WebPage, and Article schema to relevant pages.

2

Rank Math Configuration

1

Go to Rank Math > Titles & Meta

2

Configure Global Meta for Posts/Pages

3

On individual pages, click the "Schema" tab in the Rank Math metabox

4

Select a template (Article, Product, Recipe, Event, Video)

5

Fill in the fields (Rank Math generates the JSON-LD for you)

3

AIOSEO Configuration

1

Go to AIOSEO > Search Appearance > Content Types

2

Select the 'Schema Markup' tab for any post type

3

Choose default Schema Type (e.g., Article, Product)

4

AIOSEO automatically graphs the relationships

Best Practices

Do

  • Use the most specific type possible (e.g. "MedicalClinic" instead of just "LocalBusiness")
  • Mark up content that is actually visible to the user
  • Use JSON-LD (recommended by Google) over Microdata

Don't

  • Mark up content that is hidden or misleading
  • Use "Review" schema on your Homepage (it belongs on specific products/services)
  • Mark up a category page as a single "Article"

Verification Checklist

  • Go to "Rich Results Test" (search.google.com/test/rich-results)
  • Paste your URL or Code snippet
  • Verify 0 Errors and 0 Warnings
  • Check the "Preview" to see how it looks in SERPs

Pro Tips

  • For Recipes, include "prepTime", "cookTime", and "nutrition" data for maximum visibility.
  • For JobPostings, ensure "validThrough" and salary information is included.
  • Use nested schema! A "Recipe" can contain a "VideoObject" which contains a "Person" (creator).